I aksed the if their price match guarantee was applicable for a product. They came back with this lame answer. I guess they will not match any price, but just come with an excuse.

Answer for www.absolute-snow.co.uk: "Thank you for giving us the opportunity to price match. Unfortunately, on this occasion, we are unable to match the price you have quoted.
We do not guarantee to price match every single product because, from time to time, some retailers may clear out stock at a loss. In this particular instance the price quoted is below our cost price ..."